This report focuses on the attitudes and behaviours of multicultural consumers in the US, in particular the African-American, Asian-American and Hispanic communities, who now represent the fastest growing segment of the US population. View Summary

This report focuses on the attitudes and behaviours of multicultural consumers in the US, in particular the African-American, Asian-American and Hispanic communities, who now represent the fastest growing segment of the US population.

Multicultural consumers are transforming the US mainstream as they already represent more than their numerical share across a wide range of product categories.

They are leading the way in digital devices and social media which they use to celebrate and maintain their evolving cultural identities.

They are connected, mobile-savvy and younger than the rest of the population, making them a growing consumer force in an increasingly multicultural mainstream.

2

From BOP to emerging middle classes in Latin America

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Sarah Boumphrey, ESOMAR, Latin America, Buenos Aires, April 2014

This paper examines the purchasing habits and priorities of low-income consumers in Latin America. This group represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500. View Summary

This paper examines the purchasing habits and priorities of low-income consumers in Latin America. This group represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500. In order to reach these consumers, businesses must first of all understand who they are and what they want, alongside the transition to emerging middle classes. The key to success is to learn from the experiences of other companies operating successfully both in the region and globally. Companies must understand the price/quality trade-off made by lower income consumers daily, and how this differs from decisions made by middle class consumers. When building brand awareness in Latin America, brands should consider the importance of word of mouth recommendation and tailoring products to the local market. It is also important for brands to not approach Latin America as a single market, as there is variation in attitudes, priorities and purchasing power in different countries.

This article describes research by Investec, the financial services company, which was used to change the way new products are designed and launched globally. View Summary

This article describes research by Investec, the financial services company, which was used to change the way new products are designed and launched globally.

With tight deadlines, the research needed to reach high net worth individuals (HNWs) in different parts of the world.

The project had six stages: ensuring Investec teams across the world were on-board with the decided approach, defining the segment of HNWs that should be targeted and working with the marketing team to recruit participants.

A luxury research experience was then created, followed by facilitating peer-to-peer conversations and delivering insights to Investec through a workshop.

The research informed a new product launch targeting HNWs.

4

Understanding India: Insights into a rapidly-changing market

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Lena Roland, Event Reports, November 2013

This event reports looks at the current shifts reshaping Indian society, and how brands can respond. As a nation characterised by enormous economic, cultural and linguistic diversity, India presents a challenge to marketers used to more homogeneous markets. View Summary

This event reports looks at the current shifts reshaping Indian society, and how brands can respond. As a nation characterised by enormous economic, cultural and linguistic diversity, India presents a challenge to marketers used to more homogeneous markets. However, the vast number of young, increasingly-affluent consumers constitutes a huge opportunity, as do residents of smaller towns in rural parts of the country. Digital tools such as mobile are particularly promising for engaging these audiences, but marketers must also recognise and reflect the frugal habits pursued by many shoppers.

5

Screen Age: Digital impacts on Asian middle class lifestyles

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Christophe Robert, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013

This paper details a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia (Singapore, Jakarta, Kuala Lumpur,Bangkok, Saigon, Hong Kong, Shanghai and Delhi). View Summary

This paper details a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia (Singapore, Jakarta, Kuala Lumpur,Bangkok, Saigon, Hong Kong, Shanghai and Delhi). It offers insights on the impact of digital life on middle class lifestyles, work, education and entertainment in emerging markets, in addition to digital fatigue from always-on multi-tasking in advanced markets. Amongst the in-depth findings, the report shows that while there are generational gaps in people's approach to digital life, even in emerging Asia, the over 50s are connecting to the internet. Young adults and teens live full digital lives, enhanced by mobile. However, there are usage differences between emerging markets, where there is a sense of fascination and excitement about the digital world, and the emerged Asian markets, where there is growing fatigue from always-on multi-tasking. Here people try to re-establish control over chaotic digital lifestyles by de-cluttering and streamlining their use of online services. In the future, this report predicts that the term 'digital' will become irrelevant, marketers must learn how to involve consumers without overwhelming them, brands must be subject to peer review, social networks will be created for specific purposes and marketers are encouraged to think local first.

This article charts the history of the luxury automobile sector in India and highlights what Indian luxury consumers look for in a car purchase. View Summary

This article charts the history of the luxury automobile sector in India and highlights what Indian luxury consumers look for in a car purchase. They are not just attracted by the enhanced driving experience offered by luxury marques; additional features such as comfort, style, power and a sense of exclusivity are important. The luxurious German brands - Mercedes-Benz, Audi and BMW - offer a sense of investment, and hence do well in the Indian market. Major trends include the focus of automotive marketers on smaller cities alongside large, and the fact that Indian consumers adopt international customs rapidly. Due to the youth and technological-savvy of many luxury car buyers in India, digital and social are important strands of typical marketing strategies. Other popular channels include events, training sessions and private parties in order to get customers acquainted with the brand.

7

Affluence in America: A financial view of the mass affluent

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Nielsen, October 2012

This US report by Nielsen explores the Mass Affluent consumer segment (representing 11% of all US households), which consists of seven distinct groups, each with its own lifestyles, media patterns and preferences. View Summary

This US report by Nielsen explores the Mass Affluent consumer segment (representing 11% of all US households), which consists of seven distinct groups, each with its own lifestyles, media patterns and preferences. With sophisticated and selective media consumption, the Mass Affluent is one of the most difficult segments to reach and even harder to sell to. Such preferences should be considered by financial services and retail companies in their marketing plan. The report suggests marketers will need to use strategic marketing solutions to find and win over these under-the-radar wealthy households.

This paper focuses on brand storytelling, centering on a case study for HSBC, the global bank, that aimed to increase loyalty with the "emerging middle class" in the UK and India. View Summary

This paper focuses on brand storytelling, centering on a case study for HSBC, the global bank, that aimed to increase loyalty with the "emerging middle class" in the UK and India. The paper looks into the research period of the campaign, centered on an online "storytelling community" with 48 members. Insights from this community were then fed into HSBC communications, tools and services. The paper further suggests that the opportunity with this emerging middle class audience is much bigger globally than perhaps the client had imagined - a fact only revealed via storytelling.

9

New faces, new roles, new ways, a new Latin America: The complex environment of a changing population

This paper tackles the transformation and configuration of various Latin American societies - Argentina, Brazil, Chile, Colombia, Costa Rica, Mexico, Nicaragua and Peru. Areas covered include consumption, the possibilities for economic development, the employment challenges faced by the young, the changes in families, senior citizens, communication and entertainment habits, as well as expenses and resources. Findings show that women and youth have seen especially marked changes from previous generations, there has been a loss in followers of the Catholic religion, obesity is on the rise and inequality between the poor and rich is extremely stark.

Few studies address the precarious course that might be encountered when entrepreneurs originating in the Base of the Pyramid (BOP) try to grow their businesses by transcending their class-of-origin and strike into mass or even luxury markets. View Summary

Few studies address the precarious course that might be encountered when entrepreneurs originating in the Base of the Pyramid (BOP) try to grow their businesses by transcending their class-of-origin and strike into mass or even luxury markets. In this regard, the experience of Beleza Natural, a brand of hair care products and chain of beauty salons targeted to the needs of Brazil's Black and mixedrace communities is unique. With eleven branches located in Rio de Janeiro, Espírito Santo and Bahia States, 16 year-old Beleza Natural currently provides services for close to 70,000 clients every month.